Newsletters and marketing campaigns are considered an inexpensive and effective way to reach your audience. public, which makes it obvious. for many brands. However, as inboxes fill up, messaging can get tired and members of your audience may want to unsubscribe.
No marketer wants to check the mailing list for which they have worked so hard, but poor management of the unsubscribe process can have detrimental effects on reputation and results of your brand. 19459004 19459005 What is at stake?
To begin, your business could be fined (up to $ 41,484 per violation), as stated in the FTC [FTC] CAN-SPAM Act Compliance Guide.
The CAN-SPAM Compliance Guide Act. Do not forget that the CAN-SPAM law does not apply only to bulk e-mails. It also includes "any electronic message whose main purpose is the advertising or promotion of a product or commercial service. "It states that you must:
Use specific header information and subject lines. This means that the routing information "From", "To", "Reply To", and subject lines must accurately reflect the content of your email. Basically, do not try to trick the recipients into opening the message. Identify your post as an advertisement. Give a physical mailing address. Give a clear way to unsubscribe from future emails. Process unsubscribe requests for at least 30 days after sending the email. sent and honor these requests within 10 working days. Monitor third parties who may be managing your campaigns by email on your behalf. The brand whose products or services are put forward, as well as the third party, may be held legally responsible.
To what extent does the FTC permanently punish offenders? Let's just say that email deliverability issues are more likely than a fine.
" Although the FTC has not yet taken coercive measures, the most serious penalty concerns recipients (Outlook, Gmail, Yahoo, etc.), "said Ryan Phelan, co-founder of Origin Email's marketing consulting firm. "They see a higher standard regarding not only permission and customer engagement, but also the true determination of your message as spam."
"A simple fine on the part of the FTC is not what will get you in. It's when you can not send any of your mailings to people who might to wish it, ", warned Phelan.
What it means to be reported as spam. In addition to the legal consequences of the If you do not know the proper unsubscribe procedures, you may also find that your opening rates (and, by extension, your income) will drop when recipients turn to the "report spam" button on their account. e-mail client.
When a recipient reports your communication as spam, Google states that & # 39; 39, he receives a copy, which he can analyze to protect others. that, over time, more reports may put your brand in the junk mail folder rather than in front of your audience – and, like "away from the eyes" often equates to "in the privacy of the mind" ", your email campaigns may be less effective your less relevant brand.
Good Withdrawal Practices (1945)
A subscriber by e-mail may choose not to participate in the correct terms and to provide you with tips to follow like why they want to go out, or they can mark your brand as spam. Address the points below in your unsubscribe procedure to guide them to the old.
Do not force people to break through barriers to change their email preferences. On this subject, Phelan highlights two main points: "First of all, it is very easy for the user to unsubscribe. By CAN-SPAM, it must be in one click, but on a larger level, you want to make sure you do not hide it and, essentially, force the user to press the button & # 39; spam & # 39; who is present with many ISPs. Realistically, if people want to unsubscribe, why would they complicate it and choose a negative brand experience? Second, regularly check your data processes and integrity. I have seen an increase in the number of companies sending emails to their customers and, in some cases, she has made a mistake, including a non subscribed group. "
Schedule regular audits. Phelan recommends that marketers verify annually their unsubscribe and data selection processes. During your audit, be sure not to frustrate recipients by offering them unsubscribe links that blend into the background of the email or asking them to log in before they can unsubscribe. These are the causes of many mistakes made outside of the worst actors. "
Offer an optimization option. Unsubscription is not necessarily an all-or-nothing proposition. Consider giving other options to users.
"By giving recipients the ability to dial or reduce the frequency and rate of e-mails they receive, they can literally tailor the e-mail flow to their needs, reducing so the probability Len Shneyder, Vice President of Industrial Relations at SendGrid
indicates that the Bonobos clothing brand is an example of a brand that does a great job in giving to users of other products. options. He can then customize (and measure) audience segment campaigns based on their interests.
And, do not forget that you must always include an option in one click to unsubscribe from all your emails.
The example below from a different company takes users' options to the extreme. Users may be more likely to use "spam" than to go through all these options.
A user increasingly indifferent to your emails will find it more convenient to click on "Report Spam" by selecting 13 buttons "No". . In this particular case, they should always think about saving the settings.
Make sure your unsubscribe link is secure. All your links should be safe and you should have an SSL certificate. Otherwise, and if your unsubscribe link directs users to a page like the one below, it may cast doubt on the legitimacy of your brand and encourage recipients to mark your messages as spam instead of risking an attack. to security. unsubscribe.
Make sure your unsubscription is not ignored. Gmail extracts messages exceeding 102 KB . If you send larger messages, Gmail will simply display a notification and a "Messaged clipped" link to display the entire message. When this message appears, your e-mail does not appear. This includes unsubscribe links and even tracking to record an email.
] Gnail will cut large emails.
"Shippers must ensure that messages are less than 102 KB to avoid cutting and cutting the unsubscribe link," said Shneyder. "Some shippers have tried to put the unsubscription in the message header to make sure it is not cut off and to encourage people who might be tempted to click on the spam button. quality of recipients who want to actively receive emails over those who are not, is both healthier and more nère better engagement or a return on investment. "
Do not forget that the" report spam "is at the top of most email interfaces, while unsubscribe links are usually found in the footer of the page. An e-mail, which one is most easily accessible? This is an example of what Gmail does when e-mails become too long.
Find out why they chose not to participate. "No matter how you enable unsubscription, be sure to set a baseline, measure, and track unsubscribe over time. because these trends can be a sign of poor content, poor targeting, etc., "said Shneyder," unsubscription is an opportunity to gather data that you can use to improve your content marketing.
First of all, The above example tells the user that he is no longer subscribed. Then, it offers enough options to inform marketing without overloading the user. It also offers users an accidental opt-out option that allows users to re-subscribe.
Proactively remove disengaged subscribers. If recipients do not open your emails, they will definitely not click on your site. This can distort your clickthrough rate and affect your deliverability. You can get more accurate statistics by removing subscribers who have not opened your email or have not communicated with your brand for a long time. The exact duration of this operation will depend on your area.
Ironically, you should send an e-mail to the recipients to let them know that they have been removed from the list due to inactivity. Clearly indicate the subject line and indicate the link of your choice.
Remind them why you are a partner. We know that users are inundated with email, so much so that sometimes they do not remember their registration. Remind your recipients in your header or footer how and when they chose to receive your emails in the first place.
Then there are cases where users do not want to unsubscribe, but want your emails to be sent to another account. They may change work or have a separate email for newsletters. Provide a link in your emails to allow users to easily edit their email addresses.
By following these practices, you will avoid spam lists, avoid deliverability issues, generate audience segments for more efficient messaging, and, most importantly, make money from profitability. your messaging efforts.
About the Author
George Nguyen is Assistant Editor at Third Door Media. His background is in content marketing, journalism and narration.